4D Driving Experience

Jaguar wanted to raise awareness of its entry into the Formula E motorsport series and create a standout experience for the Paris Auto Show.

A first-of-its-kind social virtual reality driving experience was created to promote the brand’s return to racing. The user was put in the driving seat of a Formula E single-seater racing car and taken on a multi-sensory journey. The four-minute VR experience used high-end 4D experience systems, including physical fans to create the feeling of the wind during acceleration, a custom rumble-seat system so the user could really feel the road through the seat, and an industry-leading force feedback wheel system.


Latest Gaming Technology and Social Integration

HTC’s Vive and the latest gaming technology transported the user to another time and reality. To hark back to the Golden Era of Jaguar motorsport, a heritage montage of Jaguar Racing is used; this features legendary British motor racing driver, Sir Stirling Moss OBE. The user then meets the new drivers of the ‘Panasonic Jaguar Racing Team’. Next, the user’s skills are put to the test on a series of high-speed driving challenges through famous street circuits that Formula E will visit in Season 3: from Paris to Hong Kong, New York to Marrakech. As a final climax to the experience, the user gets to activate their own #FanBoost to go for the win.

The experience was developed using bespoke assets in Unreal Engine 4 (UE4) for HTC Vive. Based on the creative strategy from Imagination, REWIND developed a server-side back-end which allows up to six people to have a unique social experience – aware of each other’s movements and customisation options – within the experience itself. In addition, each user can see the scores of other players as they drive around the track via a social scoreboard and they can share their adventures on social media.